Location: Australia, Melbourne

Summary The Senior Private Label Sales Manager is the senior commercial leader accountable for defining and executing ofi's private label growth strategy across Australia and New Zealand. The role owns the private label portfolio strategy, customer value proposition, revenue, volume, margin, and long-range pipeline, with particular responsibility for major supermarket, wholesale, and strategic CPG customers. Acting as the executive commercial bridge between customers and ofi's global supply chain, operations, innovation, quality, legal, and finance teams, the role leads complex tenders, strategic negotiations, and end-to-end product commercialisation to deliver profitable, sustainable growth and position ofi as a preferred private label partner.

This role reports to the ANZ Country Head and the Private Label Head, Rest of World.

Key Accountabilities

Executive Portfolio Governance &

- Supply Assurance

- Provide executive oversight of private label demand, capacity, inventory, and service performance across the end-to-end ANZ portfolio.
- Lead resolution of material supply, quality, customer, and commercial risks, escalating decisions and recovery plans where required.
- Set service, forecast accuracy, and portfolio governance standards that protect customer trust, continuity of supply, and profitable growth.

Private Label Strategy &

- Executive Customer Leadership

- Define and lead the ANZ private label strategy, category priorities, channel plans, and three-to-five-year growth roadmap.
- Own senior commercial relationships with major supermarket and wholesale customers, including Coles, Woolworths, ALDI, and Costco, and build strategic access across Buying, Procurement, R&D;, Quality, Supply Chain, Marketing, and executive leadership.
- Represent the voice of the customer in ANZ leadership decisions and position ofi as a strategic growth, innovation, and supply partner rather than a transactional supplier.

Strategic Business Planning, Tenders &

- Commercialisation

- Lead joint business planning with priority customers, integrating category insights, consumer trends, sustainability, innovation, and supply capability into differentiated growth plans.




- Own the governance and commercial quality of major retail tenders, from chance qualification and bid strategy through costing, executive approval, negotiation, and award.
- Direct end-to-end product commercialisation from customer brief and technical development to compliant launch, first production, post-launch review, and scale-up.

Contract Negotiation &

- Risk Management

- Lead all contract, tender, and pricing negotiations with senior customer stakeholders.
- Structure forward-volume commitments, indexation, market-reflective pricing, service levels, and risk protections aligned with crop arrivals, processing capacity, and global supply dynamics.
- Chair cross-functional commercial reviews to ensure legal, regulatory, quality, credit, operational, and reputational risks are understood, approved, and actively managed.

Private Label Revenue, Margin &

- Portfolio Growth

- Own and exceed the ANZ private label revenue, volume, gross margin, contribution, and working capital plan.
- Optimise portfolio mix, pricing architecture, customer investment, and product lifecycle decisions to maximise sustainable returns and market position.

Commercial &

- P&L; Accountability

- Hold end-to-end P&L; accountability for the ANZ private label portfolio, including annual budget, rolling forecast, pricing, customer profitability, and investment governance.
- Provide clear commercial recommendations, scenarios, and risk-based decisions to the Country Head and relevant regional or global leadership.
- Set performance standards and corrective actions for underperforming customers, contracts, products, and pipeline opportunities.

Market &

- Industry Leadership

- Translate market trends, competitor activity, and customer insights into actionable strategies.




- Identify new market entry opportunities and emerging customer needs.

Customer Relationship Excellence

- Build and maintain relationships with key stakeholders.
- Position ofi as a strategic partner, not just a supplier.
- Drive business reviews, strategic planning sessions, and negotiations.

Reporting, Forecasting &

- Insights

- Deliver accurate forecasting.
- Provide strategic insights and performance reporting to leadership.
- Leverage CRM and analytics to enable data-led decision making.

Experience Key Skills Essential for the incumbent to be successful

- 10+ years of progressive B2B sales, private label, key account, or commercial leadership experience in food, FMCG, ingredients, or a related sector.
- Demonstrated success leading major supermarket private label relationships and complex tenders in Australia and/or New Zealand, ideally with Coles, Woolworths, ALDI, Costco, or comparable retailers.
- Proven ownership of substantial revenue and margin targets, portfolio strategy, forecasting, and customer profitability.
- Extensive leadership experience across complex matrix organisations, including executive customer engagement and cross-functional commercialisation.

Skills

- Exceptional commercial acumen, including P&L; management, pricing architecture, tender economics, working capital, and risk-based decision making.
- High-level negotiation, influence, and relationship leadership across retailers and internal stakeholders.
- Deep understanding of private label product development, retail tender processes, food specifications, GFSI/HACCP requirements, quality systems, and Australian/New Zealand regulatory expectations.
- Strong strategic, analytical, and category management capability, with the ability to translate consumer, customer, and market insight into executable growth choices.
- Highly effective people and matrix leadership, with a track record of building accountability and delivering through multidisciplinary teams.
- Bachelor's degree in Business, Commerce, Agribusiness, Food Science, or a related discipline. Postgraduate commercial or leadership qualifications are highly regarded.

📌 Senior Sales Manager, Private Label (Melbourne)
🏢 ofi
📍 Melbourne